Multinel

Multinel

CLIENT AND TASK

Multinel is a new multi-category small household appliance brand. The client tasked DS1 to develop a new brand platform and design. Branding was intended to stimulate first sales and shape an image of Multinel that would easily scale in other categories.

MARKET AND TRENDS

To design a brand from the ground up, DS1 branding analyzed the market and its trends.

A number of foreign manufacturers have left the market, and buyers are open now to new, previously unknown analogues that provide after-sales service and quality at a reasonable price. Reliability becomes a basic attribute.

New Multinel brand should rebuild from competitors. Their brands are divided into two main territories: wide choice and accessibility and innovation. Ergonomics and uniqueness are becoming free niches.

Competitors offer a wide range, but the lack of clear differentiation between products makes it difficult for the consumer to choose: for example, there are many hair dryers in the ranges with differences that are not obvious to the buyer.

AUDIENCE

Multinel is aimed at an audience of neotraditionalists and aesthetes: these people strive for balance within the spheres of life, strive to optimize it — they do not choose things that are  not beneficial. Trends in consumer behavior suggest that the technology race tires customers — they want intuitive and humane solutions that evoke an emotional response.

The core audience are women 35-40 years old, who balance tasks every day (in the family, at work, at home). They care about others and are willing to trust brands that will save their own time. At the same time, the brand does not exclude other audiences: men and a wider age range of women. Its character must meet the needs of all segments.

BRAND ROLE

The product advantages offered by Multinel are an understandable assortment in which each product has optimal functionality without the need for a variety of similar models; intuitive mechanisms and concise design. All these characteristics meet the audience’s request to save time by taking care of it. Based on the advantages of the product, DS1 branding defined the role of the Multinel brand, its character and tone.

Multinel is a caring helper in household chores. It produces simple and efficient household appliances with special attention to the needs of customers, making daily care rituals easier.

BRAND CHARACTER AND TONE

The brand’s character maintains a balance between caring and openness on the one hand and expertise on the other. Its archetype combines the features of the Caring and the Creator: the former supports, understands and accepts customers, while the latter strives to make something new and creative, inventively approaching any task.

The brand’s character maintains a balance between caring and openness on the one hand and expertise on the other. Its archetype combines the features of the Caring and the Creator: the former supports, understands and accepts customers, while the latter strives to make something new and creative, inventively approaching any task.

EMOTIONAL BENEFITS

In the Multinel branding, the DS1 team combined the USP of the product with the needs of the audience, defining the brand’s position through a value-based, humane, and not purely technological approach.

The main emotional benefits are:

• time for yourself: solving everyday tasks in a simple and enjoyable way,
• the ability to do everything in time, saving time for routine tasks,
• household care is no longer your concern — the brand makes convenient and practical solutions that the buyer can simply use without burdening themselves with additional tasks and questions.

VISUAL STYLE

DS1 branding has designed the Multinel logo with a technologically advanced, friendly and clear font. The sign repeats the rounded shape of the letter M and can be used separately as a mascot, a responsive and smiling Multi robot.

The graphic elements (slats, icons, mascot image) are made in the same soft but technological style: rounded corners, clear and human icons and the mascot image.

Corporate colors belong to a calm and warm range and provide for variability: the palette allows designing a recognizable style, but at the same time shape a color coding for the brand’s assortment. The visual mascot elements help to separate the categories: for example, a hairstyle and a chef’s hat.